Really confusing. It looks like Ghost Chips, but drops any pretence of linking the images into a coherent narrative. (E.g., where does Nek Minit dude fit in?) Maybe makes more sense if you're actually high while watching?

We're social animals, we care about ourselves because we're useful to others, we care about others because of how they make us feel about ourselves.Telling a mate you need them to not die, because they're good to have around, that's a fine way of getting them to care about themselves enough to, you know, not die just right now.

Having kids usually settles people into a risk-averse life, because it's super obvious how much they need you, and how good they feel when you help them out, which makes you feel good about yourself for being there. Give or take for all the angst.

Okay, there's a bunch of folks here doing left-brain analysis of a tv ad. That will never work. Ads are designed to function holistically. Like a painting. It's the impact that makes them work. They trigger the right brain. Gestalt.

Ads are primarily designed to be short, which may or may not mean a holistic design. It does mean that, as far as possible, an ad draws on common experience (e.g. using instantly recognisable stereotypes, story schema, and default value judgements). All I’m saying is that in this case, if you haven’t had that experience, the ad doesn’t work. (It’s usually a bad sign when every referent leads you down the rabbit hole to a previous ad.)

Correct. Effectiveness is in proportion to the extent of common ground shared by viewers in the target market. I agree that some referents don't work due to poor design. I spent most the decade '75-'85 making tvcs, so I'm commenting from that basis of experience (as well as being a reluctant viewer at times in other years).

But he's a kinder (and funnier and hipper) bloke than you'll see on TV. At least he used to be.

I don't doubt it, though I had the mildly disconcerting impression a few years back that he was being positioned as a possible successor to the now mostly unlamented Mayor Bob. Back around the time of the wacky white lights of hope, when Chchchians would still vote for anyone who'd been on TV.